SINGAPORE, 25 July 2024 – Mintegral, the leading data-driven, programmatic, and interactive advertising platform dedicated to helping mobile apps bridge the gap among the world's most valuable markets, today announces the key findings in the dynamic market of Southeast Asia from its latest report ‘The State of Media Buying H1 2024 - SEA Spotlight’. The report reveals that Southeast Asia remains the second-largest market by ad media buying volume(app with ad media buys) after the United States (excluding China), reflecting the region's dynamic growth and strategic importance in the mobile gaming industry. The region ranks first for ad views, again ex-China. 

This represents a year-on-year growth of 11% in the volume of ad creatives produced compared to the other regions. Southeast Asia makes up approximately 55% of global in-promotion mobile games compared to global figures. Trailing behind the US, the Southeast Asian region is expanding rapidly. Countries like Indonesia, Thailand, and Vietnam lead in market size and revenue, with Indonesia emerging as the largest single market. The region's mobile game revenue distribution shows Thailand and the Philippines as the most lucrative markets, with gaming revenues expected to see substantial growth by 2027.

Rebounding from last year, action and puzzle games are particularly prominent in the region, both in terms of the number of games promoted and the volume of ad creatives produced, while playable ads are slowly gaining traction. The shift towards playable advertising is pronounced, with a high output of new playable creatives catering to various game genres. This trend is particularly strong in markets like Indonesia, Vietnam, and Thailand, where playable ads have become a crucial component of user acquisition and engagement strategies, underscoring the region's robust demand for mobile gaming and its burgeoning advertising ecosystem.

Erick Fang, CEO of Mintegral, said: "Southeast Asia's position as a leading market by media buying highlights the region's critical role in the global mobile gaming ecosystem. Our report provides valuable insights for marketers and game developers aiming to capitalise on this vibrant market. By understanding regional trends and adopting effective advertising strategies, businesses can unlock new growth opportunities and build awareness around their games."

Benefiting from this growth are games in the Philippines, demonstrating the efficacy of targeted advertising strategies. By leveraging Mintegral's targeting capabilities and flexible bidding strategies, one of the games achieved over 2 million user downloads and improved in-game purchase rates, significantly boosting its market presence. Part of Mobvista Group, Mintegral is a data-driven, programmatic, and interactive advertising platform dedicated to helping mobile apps bridge the gap among the world's most valuable markets. Mintegral's full-stack programmatic products and services include a self-service advertiser platform, monetization platform, and a creative automation platform powered by Mindworks, Mintegral's creative studio. 

The full report can be found on: https://www.mintegral.com/en/blog/southeast-asia-media-buying-report-h1-2024.

About MintegralMintegral is a data-driven, programmatic, and interactive advertising platform dedicated to helping mobile apps bridge the gap among the world's most valuable markets. Mintegral's full-stack programmatic products and services, include a self-service advertiser platform, monetization platform, and a creative automation platform powered by Mindworks, Mintegral's creative studio. Learn more at www.mintegral.com. 

Annex

Notes on methodology:

  1. Reference Period: This report is based on data collected between H2 2023 to H1 2024, with YoY changes compared to H1 2023.
  2. Market Scope: Global markets (excluding Mainland China) including the United States, Japan, South Korea, Southeast Asia, the United Kingdom, France, Germany, Brazil, and over 100 others.
  3. Game Genre: Action & Shooting, Adventure, Arcade, Board, Card, Casino, Music, Racing, Role-Playing, Simulation, Sports, Strategy, Trivia, Word, and the others.